TCA By Any Other Name Is Midtown Athletic Clubs

CHICAGO-- TCA’s clubs have a new name, Midtown Athletic Clubs. Chicago-based TCA Holdings renamed its largest division this week as part of a rebranding effort. The company operates 13 Midtown clubs throughout the United States and Canada.

“As the health club industry matures, it will continue to divide into various segments based on price, facilities and service,” says Steven Schwartz, president and chief executive officer, TCA Holdings. “Our rebranding efforts reinforce our position as the leader of the upscale niche. Having one strong brand allows us to better communicate our special attributes to our members, as well as develop new product standards that continue to redefine upscale athletic clubs and sports resorts.”

As part of the re-branding effort, Midtown Athletic Club will invest tens of millions of dollars to expand and renovate its facilities, as well as develop health, fitness and sports programming designed to keep members fit for life. In addition, Midtown will offer a new food and beverage concept, the M Café, designed by James Beard Award-winning chef Taco Borga. The M Café’s menu will feature a fusion of European and Latin flavors served in a comfortable space where members can connect with friends.

Midtown Athletic Club is one of four divisions that comprise TCA Holdings. In addition to Midtown, the company’s portfolio of businesses include: Proactive Partners, which manages corporate fitness centers and employee wellness programs for companies including McDonald’s Corp., Kraft Foods, CDW, Henry Ford Health System and St. Paul Travelers; Tennis Corporation of America, which develops and licenses tennis teaching programs; and Columbia Equities, a real estate and health club investment company.
“Our name change honors our legacy, as well as our vision for our clubs,” says Schwartz. “The name Midtown conjures up the image of a town square where people feel comfortable and can connect with friends. This sense of belonging and connection is the experience we ultimately strive to give our members.”